“We Taught the World New Ways to Dream”: the Role of Optimism During First Exposure to a Hedonic Or Utilitarian Radical Innovation
Abstract Recent research has advocated the importance of emotions in new product development. I investigate whether initial exposure to either a hedonic or utilitarian description of an innovation is responsible for greater optimism and greater willingness to try the innovation. Using the hydrogen fuel cell car as the focal product, I find a significant interaction between the type of description and the presence of a visual image of the innovation with regard to willingness to try. While optimism does not mediate the effect of this interaction, it is a significant and unique predictor of willingness to try.
Citation:
Arjun Chaudhuri (2009) ,"“We Taught the World New Ways to Dream”: the Role of Optimism During First Exposure to a Hedonic Or Utilitarian Radical Innovation", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 337-338.
Authors
Arjun Chaudhuri, Fairfield University, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
Share Proceeding
Featured papers
See MoreFeatured
Preferences for Insight and Effort Differ across Domains and Audiences
Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria
Featured
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia
Featured
The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had
Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA